Reading time: 5 minutes approximately
Need for Customer-Centric In-App Messaging
In today’s digital world, where everyone is on their phones, getting people’s attention is really tough. Many times, companies send lots of messages in their apps to try to get people interested, but this can annoy users.
In this article, Stéfan Crucon, Mobile MarTech Channels Lead, Klarna Inc. (Klarna), one of the world’s biggest fintech organisations, talks about the need for a big change in how we think about these messages. Highlighting the importance of user research, his advice is to focus on what’s best for the people using the app instead of just trying to get more clicks. He also talks about the ways in which marketers can design in-app messaging strategies that prioritise customer centricity.
User Research for Achieving Customer Centricity
Stéfan spoke about how teams often compete against each other for user/ customer attention. They send numerous push notifications and in-app messages to drive user engagement. This competition raises concerns from the user’s perspective. For instance, many marketers are eager to send in-app messages the moment a user opens the app, assuming that a high volume of impressions equates to success. However, this approach lacks customer-centricity.
To address this, Stéfan conducted user research, instructing selected users to perform random actions upon opening the app. The goal was to assess how users interacted with in-app messages when their initial app experience was disrupted. The recorded sessions revealed that users were generally unresponsive to such interruptions, leading to low click rates and ineffective campaigns.
The key insight from this research is that timing and context matter significantly. To maximize the impact of in-app messages, they should be strategically placed during key user interactions, aligning with the user’s intent and mindset at that moment. This shift in mindset, considering the app and its interactions as a product, is essential for marketers, highlighting the importance of treating CRM as a product-focused endeavour rather than merely a channel for sending messages.
Emphasising the importance of user research in achieving customer centricity, Stefan said that – User research is not just for the product manager. In my opinion, every CRM person should talk to real users at least once a month to understand how people interact with the product.
Crafting Customer-Centric In-App Messaging Strategies
Here are the ways in which marketers can create in-app messaging strategies that prioritise the customer experience, drive engagement, and ultimately lead to more satisfied and loyal app users.
Understand User Behaviour and Preferences
Conducting thorough user research is integral to achieving customer-centric in-app messaging. By gaining insights into how your customers interact with your app, you can identify key moments and touchpoints in the user journey where in-app messages can be most relevant and helpful. This understanding ensures a tailored approach that resonates with your users’ needs.
Personalise Content and Recommendations
To enhance customer-centricity, leverage customer data and behaviour tracking for personalised in-app messages. Recommend products, services, or content based on individual interests and past interactions. This level of personalisation not only engages users but also adds value to their app experience, fostering a sense of relevance and connection.
Focus on Timing and Context
Achieving customer-centric in-app messaging involves sending messages at the right time and in the right context. By avoiding interruptions to the user’s primary tasks or experiences within the app, you enhance the user experience. Utilize event triggers, such as user actions or milestones, to ensure that messages are both timely and contextually relevant, contributing to a seamless and thoughtful interaction.
Provide Value and Utility
To maintain a customer-centric approach, it’s crucial that your in-app messages offer tangible value and utility to users. Communicate important updates, discounts, promotions, or educational content aligned with user needs and interests. By steering clear of spammy or irrelevant messages, you avoid user frustration and also contribute positively to their overall app experience.
Offer Opt-In and Control
An essential aspect of customer-centricity in in-app messaging is giving users control. Allow users to opt in or opt out of receiving in-app messages, providing them with the autonomy to tailor their experience. Incorporate granular control options, such as message frequency settings or content preferences, empowering users to customise their interaction with the app according to their preferences. This respects user choices and contributes to a more positive and user-centric relationship.
About Klarna
Since 2005 Klarna has been on a mission to accelerate commerce with consumer needs at the heart of it. With over 150 million global active users and 2 million transactions per day, Klarna’s fair, sustainable and AI-powered payment and shopping solutions are revolutionising the way people shop and pay online, empowering consumers to shop smarter with greater confidence and convenience. More than 500,000 global retailers integrate Klarna’s innovative technology and marketing solutions to drive growth and loyalty, including H&M, Saks, Sephora, Macy’s, Ikea, Expedia Group, Nike and Airbnb. For more information, visit Klarna.com.
Stéfan’s Career Journey
Stéfan began his career in marketing after completing business school in France. Soon, he realised that Paris was not the city where he wanted to build his career. He started exploring opportunities in the digital world due to its rapid evolution, which brought him to Berlin. He received job offers from corporate giants like Microsoft, Salesforce, and Oracle as well as smaller companies like Nosto in Berlin. He ultimately found that his passion lay in more entrepreneurial and innovative environments than in large corporate settings. He thus joined Nosto as an E-commerce specialist which was followed by CRM roles at Zalando and HelloFresh.
With a proven track record of leading cross-functional teams to develop and launch new products within budget and schedule, Stéfan gained expertise in various fields including product CRM, mobile messaging, strategic marketing and product management during his various roles before joining Klarna.
At Klarna, Stéfan’s role leans more towards that of a channel owner/ product owner. Stéfan’s technical proficiency allows him to bridge the gap between marketing and engineering, facilitating effective communication between the two. This unique skill set enables him to align engineering efforts with marketing objectives, resulting in a holistic approach to product development.
Conclusion
Stéfan’s insights based on user research highlight the need for a fundamental shift in the approach to in-app messaging. His message is clear: prioritise the user experience over the quest for more clicks. He underscores the importance of user research, advocating that in-app messaging strategies should revolve around what benefits app users most.
How to get started?
Get in touch if you would like to know more
